“Smartphone popularity and online shopping is at a point where a lot of shoppers don’t feel the need to go in-store and try on clothes in front of the mirror,” Good said.

“In a short amount of time more shoppers have gone from not only checking what they’d like to buy but completing the purchase on their smartphone.”

Telstra’s Smartphone Index reveals:

• Australians are among the highest ranked connected countries in the world for smartphone use, behind China and South Korea, but ahead of the US and UK
• Almost two in three (62%) mobile owners are connected smartphone users, up from 52% in 2012, 41% in 2011, and 32% in 2010
• Smartphone penetration has doubled since 2010, reaching 72% of total mobile phone users (up from 36% in 2010), and continues to grow
• 71% of connected smartphone users access the internet on their smartphones on a daily basis (up from 56% in 2012)

The research also found:
• Among connected smartphone users, men are accessing dating content much more than women (25% vs 13%)
• Young connected smartphone users aged 16 to 24 will spend the equivalent of a month on their smartphones each year (29 days)
• Women aged 16+ will spend an average of 21 days a year, while men will spend around 15 days a year. That’s not even taking into account the time spent on a tablet or a computer
• Tablet ownership/usage has risen sharply with almost one in two (49%) of smartphone owners also owning a tablet (up from 39% in 2012)
• Almost three in four connected smartphone users have accessed video, with amateur video sites such as YouTube by far the most popular content consumed

About the Research: The Telstra Smartphone Index was conducted online by Nielsen on behalf of Telstra on a representative sample of 2,004 mobile Australians aged over 16 from across Australia in both metropolitan and regional areas.

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